市场营销学英文版最新版教学课件第16章

Sustainable Marketing
The McDonald’s “Plan to Win” strategy has created sustainable value for both customers and the company.
Learning Objective 16-1 Summary
Source: Stuart L. Hart, “Innovation, Creative Destruction, and Sustainability,” Research Technology Management, September–October 2005, pp. 21–27.
Major Marketing Decision Areas That May Be Called into Question under the Law (1 of 3)
• Anticompetitive acquisition • Barriers to entry • Predatory competition
• Product additions and deletions • Patent protection • Product quality and safety • Product warranty
Learning Objective 16-2 Summary
• Major social criticisms of marketing
– Impact on individual consumer welfare – Impact on society – Impact on other businesses
Marketing’s Impact on Society as a Whole (1 of 2)
• False Wants and Too Much Materialism • Too Few Social Goods • Cultural Pollution
Marketing’s Impact on Society as a Whole (2 of 2)
without any discrimination
safe
• To spend any amount to promote the product if competing fairly
• To expect the product to perform as claimed
• To use any product message that is blank not misleading or dishonest
Major Marketing Decision Areas That May Be Called into Question under the Law (3 of 3)
Decision areas
Packaging decisions
Price decisions
Legal issues
• Fair packaging and labeling • Excessive cost • Scarce resources • Pollution
• Sustainable marketing – meeting present needs while preserving the ability of future generations to meet their needs.
• Sustainable marketing calls for socially and environmentally responsible actions.
• To introduce any product in any size • To buy a product that is and style with proper warnings and offered for sale controls, if necessary
• To charge any price for the product • To expect the product to be
• Price fixing • Predatory pricing • Price discrimination • Minimum pricing • Price increases • Deceptive pricing
Learning Objective 16-3 Summary
• Citizen action movements
• High prices • Deceptive practices • High-pressure selling • Shoddy, harmful, or unsafe products • Planned and perceived obsolescence • Poor service to disadvantaged consumers
A for-profit company telling consumers to buy less sounds crazy.
Learning Objective 16-1
Define sustainable marketing and discuss its importance.
Figure 16.1 - Sustainable Marketing
Learning Objectives (2 of 4)
16-4. Describe the principles of sustainable marketing. 16-5. Explain the role of ethics in marketing.
First Stop: Patagonia “Conscious Consumption”—Telling Consumers to Buy Less
Decision areas
Selling decisions
Advertising decisions
Legal issues
• Bribing • Stealing trade secrets • Disparaging customers • Misrepresenting • Disclosure of customer rights • Unfair discrimination
Decision areas
Channel decisions
Competitive relations decisions Product decisions
Legal issues
• Exclusive dealing • Exclusive territorial distributorship • Tying agreements • Dealer’s rights
16-2. Identify the major social criticisms of marketing.
16-3. Define consumerism and environmentalism and explain how they affect marketing strategies.
• Sustainable marketing requires consumers, companies, public policy makers, and others to work together.
Learning Objective 16-2
Identify the major social criticisms of marketing.
• To use buying incentive programs that are not unfair or misleading
blank
Proposed Consumer Rights
• To be well informed
• To be protected against questionable products and marketing practices
Social Criticisms of Marketing
• Impact on Individual Consumers • Impact on Society as a Whole • Impact on Other Businesses
Marketing’s Impact on Indபைடு நூலகம்vidual Consumers (1 of 2)
• To influence products and marketing practices to improve “quality of life”
• To consume in a way to preserve the world for future generations of consumers
Environmentalism
• Protects and improves people’s current and future living environment
• Concerned with
– Damage to the ecosystem – Loss of recreational areas – Increase in health problems
• Environmental sustainability: Generating profits while helping protect the environment
Figure 16.2 - Environmental Sustainability and Sustainable Value
The Center for a New American Dream urges people to reject “buy more” messages.